Designing CSR Campaigns

10 questions I use to nail a comms strategy 🎯 I often see comms that rush straight into tactics – post on social media, get the press release out – without stepping back to ask the bigger questions. The difference between “activity” and “impact” often comes down to these questions: 1️⃣ What real world change do I want to achieve? Not “get media coverage”, that’s a tactic. What actual shift do I want to see in the world? That’s the goal. 2️⃣ Who do I need to reach or influence to make that change happen? That’s the primary audience. Who influences them? That’s the secondary audience. 3️⃣ What change in perception, knowledge or behaviour am I aiming for and how will my comms strategy contribute to that? That’s the theory of change, the logic that links the plan to the outcome. 4️⃣ Where does my audience already spend their time and attention and how do I show up there naturally? Choose channels that fit your audience’s habits and context. 5️⃣ What do I know about my audience? How do they feel about my issue? Are they ready to hear what I want to tell them? The most effective messages are designed to meet your audience where they are and gradually move them towards your point of view. 6️⃣ Which voices are most credible to deliver that message? The messenger is just as important as the message, sometimes even more so. 7️⃣ How can I get my message to the audience? Define the comms tactics and activities, e.g. social media campaigns, opinion articles, content creator workshops. 8️⃣ How will I know if it’s working? What outcomes matter most and how will I measure them? E.g. online engagement rates, media mentions, survey results. In non-profits, it’s not always easy to link activity directly to impact so consider proxy indicators, signs that your work is moving the needle, even if indirectly. 9️⃣ What could derail this plan and how will I adapt? Anticipate risks, challenges or changing circumstances, e.g. misinformation spreading online or delays in partner approvals. 🔟 Reality check – is the strategy doable? Do my resources, timing and team capacity match the ambition of the plan? Am I motivating the right people to take the right action at the right time? 💬 Curious to hear from other comms professional around here, what would you add, take out, refine? #strategiccommunications #communicationsstrategy

20 years ago, transparency was seen as a risk. Today, it's become the strongest currency in building customer trust. Take ANITA DONGRE's brand- Grassroots. By being completely transparent about their: > Organic fabric sourcing > Fair wage practices > Sustainable production methods  They've built unprecedented customer loyalty. 65% of shoppers now switch brands based on supply chain transparency (FMI- The Food Industry Association Report, 2024) Transparency has become a cornerstone for fostering customer loyalty, and brands like Anita Dongre’s Grassroots are setting a powerful example. By openly sharing their methods and practices, they build trust with consumers who prioritize honesty and ethical sourcing. Today's customers invest in values, caring about product origins, makers, environmental impact, and fair labor. But here's what most brands miss: transparency isn't just about sharing information—it's about building trust. With over 20+ years in retailing across India, Pakistan, and Bangladesh, I’ve learned that: > Being transparent about challenges, processes, and mistakes turns customers into trusted partners who understand our value and commitment. > The future belongs to brands brave enough to open their books and share their stories. Because in today's connected world, the most valuable thing we can offer isn't just quality products—it's authentic transparency. What transparency practices would you like to see more brands adopt? #RetailStrategy #CustomerTrust

⛳ Product Design and Strategy Playbooks (+ Worksheets) (https://lnkd.in/e2SJVWDb), a large repository of research methods, techniques and guides to estimate the impact of a problem, review solutions, test pricing strategies, explore revenue streams, refine and uncover insights, brainstorm and encourage action ethically — with plenty of examples and case studies. One for the bookmarks! The collection is very vast and comprehensive, but what I appreciate about it is fair and ethical recommendations and sources that are included in each section, along with useful questions to raise and pairings to achieve desired outcome. (Just the color contrast really needs some improvement there.) Many companies speak about “validation” of ideas. Yet validation often means merely accepting and confirming existing assumptions. They also speak of using “psychological hooks” to capture customer’s attention. But it’s merely deceptive practices that trick people into actions they don’t really mean to do. Instead, as Hannah Shamji writes, we should diagnose existing behavior without any preconceived notions or affiliations. We shouldn’t really validate — we should research instead. The “validation” techniques can help us get there, but to me they are mostly UX testing methods, not “validation” methods. And: instead of using manipulative “hooks” to capture attention, we can build an honest, respectful, trustworthy relationship with our customers and allow them to build confidence and loyalty with our products. It takes time and patience. That’s a long play, and almost every single time it’s absolutely worth it. PS: I can also wholeheartedly recommend Design Patterns For Trust (https://lnkd.in/etZ7mm2Y), a fantastic (!) catalog of design patterns and strategies to help teams design trustworthy services and experiences, neatly put together by fine folks at Projects by IF. #ux #design

Freeze Pollution, Taste Change. Water pollution is a silent, insidious threat. Easy to ignore amid the hustle of daily life, but it's everywhere... industrial dyes and chemicals seeping into rivers, lakes turning murky with waste, and ecosystems collapse under the weight of human recklessness. It's not just the wildlife or fragile ecosystems at risk... it's the water we depend on. The stuff of life itself. Three students from the National Taiwan University of the Arts decided to confront this crisis in an out-of-the-box kind of way. What began as a graduation project quickly transformed into a striking environmental campaign that gripped global social media... ice-lollies made from polluted water. Not the kind you'd want to lick on a summer day. Their "in-edible" ice-lollies came in a vibrant array of colours, thanks to the industrial dyes and chemicals contaminating local waterways. Many also came with an additional bonus... cigarette butts, dirt, bugs, and even dead fish sealed inside. The three water-popsicle entrepreneurs then elected to go the conventional marketing route by wrapping their lollies in colourful packaging. Labels displayed the water source and its grim contents, leaving no room to look away. Totally transparent. By turning pollution into something tangible—and repulsive—the campaign forced people to confront the damage caused by carelessness. Made water pollution visible, visceral, and impossible to ignore. We're constantly bombarded with images and messages about the importance of taking care of our environment. It's easy to feel overwhelmed and helpless. Amid a sea of environmental messages, this campaign really stands out by blending creativity with confrontation. The lollies are not just objects, they're a wake-up call. A stark reminder that what we discard into nature doesn't just disappear... it lingers, accumulates, and eventually circles back. Effective campaigning doesn't just deliver a message, it creates a moment, a pause, an unease that demands reflection. These polluted lollies d0 just that. So, what do you think? Can design and shock value truly spark the change we need? Or does the real challenge lie in moving beyond awareness to meaningful action... 📷Yi-chen Hong/Yi-hui Guo/Yu-di Zheng/Peter Parks

Circular Supply Chain 🌍 The concept of circularity is driving a significant transformation in how supply chains operate. The goal is not simply to optimize processes but to redesign them to support systems that preserve value and reduce pressure on natural resources. Circular supply chains rely on multiple streams of value. These include the physical movement of products, the continuous exchange of information, the flow of capital, and the reintegration of recovered materials. Each stream plays a role in maintaining performance within ecological and economic limits. For supply chain teams, this transformation involves redesigning supplier networks, adjusting internal structures, and implementing new performance management systems. These efforts are central to enabling circular operations that are both resilient and measurable. Progress also depends on collaboration across departments. Decisions made in product development, finance, and public affairs influence whether circular solutions can scale. From designing with secondary materials to ensuring regulatory alignment, shared accountability is essential. Engaging customers in circular models presents its own challenges. Strategies must consider behavior, trust, and accessibility in order to extend product use or recover components at the end of their life cycle. This goes beyond messaging and into the design of services and experiences. Data is a critical enabler. Understanding material flows, product performance, and system efficiency requires investment in accurate and timely information. Without this, decision making becomes reactive rather than strategic. Policy and regulatory developments are also shaping how supply chains must respond. Requirements related to product stewardship, material traceability, and environmental impact reporting are becoming more common and more specific. Leading organizations are treating circular supply chains not as an operational upgrade but as a strategic foundation. This shift opens the door to innovation, improves resource security, and aligns with the growing demand for transparency and long term value creation. #sustainability #sustainable #esg #business #circular

Earlier this week, Principles for Responsible Investment published its latest guide: "Sustainability in supply chains: A guide for private markets investors." The guide offers insights to investors on how sustainability risks in supply chains can be assessed and managed, and how effective supply chain due diligence can directly create value. Yesterday, during a panel discussion at the 2025 Supply Chain Sustainability School (UK) Summit, we touched on this topic in the context of making sustainability data reporting 'work'. For those working in sustainability, particularly where limited legal frameworks currently exist, it's unfortunately not always enough to frame supply chain due diligence as "the right thing to do". The PRI report highlights that there is a sound business case in adopting robust supply chain due diligence methods. Some key takeaways include: ➡️ Strong ESG practices enhance brand reputation and open new market opportunities. ➡️ Early identification of risks (including carbon-intensive operations) cuts costs and improves efficiency. ➡️ Reducing supply chain risk boosts investor confidence, often enhancing valuations and lowering borrowing costs. ➡️ Increased supply chain resilience helps to protect businesses from geopolitical, regulatory and environmental shocks. While written for the investment community, the guide provides equally valuable insights for businesses embedding supply chain due diligence into their operations and the business case in doing so. I've attached a copy for those who might be interested in reading more.

The 2025 Goldman Prize winners Yesterday, seven environmental activists were awarded the 2025 Goldman Environmental Prize (https://lnkd.in/gWaYAJaV), recognizing the power of local action in the face of global ecological threats. From Tunisia to Peru, these individuals have stood up to corporate interests, rallied communities, and challenged governments. Though their causes span continents, their convictions converge: that people, and the planet, deserve better. 🌳 Semia Gharbi (Tunisia): A scientist and educator, Gharbi helped expose a waste trafficking scandal in which Italian household garbage was mislabeled and shipped to Tunisia. Her advocacy led to the return of 6,000 tons of waste, the prosecution of corrupt officials, and strengthened European rules on international waste shipments. 🌳 Batmunkh Luvsandash (Mongolia): An octogenarian electrical engineer and lifelong herder, Luvsandash led efforts to protect the fragile Gobi Desert from copper mining. He hand-drew maps identifying vulnerable ecosystems, resulting in a 205,600-acre reserve now shielded from extraction. 🌳 Besjana Guri and Olsi Nika (Albania): A social worker and ecologist duo who fought to preserve the wild Vjosa River. Their grassroots campaign blocked dozens of proposed dams and secured Europe's first wild river national park. 🌳 Carlos Mallo Molina (Spain): A former port engineer turned activist, Molina halted a proposed harbor in a marine protected area off Tenerife. His work preserved vital whale and turtle habitat and paved the way for a marine conservation center instead. 🌳 Laurene Allen (United States): A social worker who became an expert on toxic PFAS chemicals, Allen led a campaign via that shut down a polluting plastics plant in New Hampshire. She continues to push for stronger regulations and corporate accountability. 🌳 Mari Luz Canaquiri Murayari (Peru): A Kukama leader who spearheaded the legal recognition of the Marañón River as a rights-bearing entity. Her victory holds the state and oil companies accountable for environmental harm—and sets a powerful legal precedent for river protection in Latin America. These are not household names. But their impact reverberates far beyond their borders. Mongabay News: https://lnkd.in/grfjMh7H Goldman Environmental Prize: https://lnkd.in/g3-pUwZ3

Here's how to create a marketing strategy you'll actually use: One that doesn’t sit in Powerpoint collecting dust. One that doesn’t fall apart the minute LinkedIn’s algorithm changes or a new ESG rule drops. A strategy that actually helps you grow. 🧱 Start with these 6 parts: 1. Positioning What do you do, for who, and why does it matter? One sentence. No buzzwords. If it needs a slide deck to explain, it’s not working. 2. Strategic advantage What makes you different? If you can’t answer that, ask your best customers. Or study your ideal clients’ problems until you find an edge worth betting on. 3. Audience clarity Who’s buying? And why now? Get specific: – Industry, size, budget – Pain points they admit out loud – Triggers that push them to act (regulation, funding, fear of greenwashing) 4. Funnel reality Not theory. Reality. Where are people finding you? What builds trust? What finally gets them to say yes? If you don’t know, ask. Or review your last 3 closed deals and reverse-engineer the journey. 5. Execution rhythm Planning a year ahead is a waste of time. Markets shift. Algorithms change. Your strategy should adapt. Plan 1 week ahead for socials. 1 month ahead for campaigns. That’s enough. Keep it simple. Keep it moving. 6. Strategic story This is the glue. Why you? Why now? Why does it matter? If your story is forgettable, so is your marketing. Bonus: Solve your customers' problems and/or help them achieve their goals. It's that simple. Content marketing is the ultimate test of how well you know your customers Want help turning this into a strategy you actually use? Let’s talk.

Ethical sales hacks I know now I wish I knew starting out: (Here's how to keep the ball in the air long enough to score) ➠ 𝗧𝗵𝗲 𝗙𝗼𝘂𝗻𝗱𝗮𝘁𝗶𝗼𝗻 𝗼𝗳 𝗧𝗿𝘂𝘀𝘁: Building trust isn't just good ethics, it's good business. Early in my career, I learned hard sales might bring quick wins, but trust wins the marathon. Here’s how: • Reputation • Consistency • Authenticity • Transparency ➠ 𝗟𝗶𝘀𝘁𝗲𝗻𝗶𝗻𝗴 𝗢𝘃𝗲𝗿 𝗧𝗮𝗹𝗸𝗶𝗻𝗴: Listening more than talking is a game-changer. Stop thinking about what you’re going to say next. There is nothing more important than giving your full attention to the person in front of you. It's not about convincing; it's about understanding needs and providing solutions: • Active listening • Tailored solutions • Clarifying questions ➠ 𝗩𝗮𝗹𝘂𝗲 𝗕𝗲𝗳𝗼𝗿𝗲 𝘁𝗵𝗲 𝗦𝗮𝗹𝗲: I used to think closing was everything. Now I know providing value upfront builds stronger, lasting relationships: • Build credibility • Share knowledge • Solve a small problem for free Prove you can help by actually helping. ➠ 𝗛𝗼𝗻𝗲𝘀𝘁𝘆 𝗶𝗻 𝗡𝗲𝗴𝗼𝘁𝗶𝗮𝘁𝗶𝗼𝗻: In negotiations, honesty creates more than deals—it builds bridges. Overselling or hiding facts can backfire: • Be upfront about limits • Seek win-win outcomes • Don't promise what you can't deliver How you do one thing is how you do everything. ➠ 𝗥𝗲𝘀𝗽𝗲𝗰𝘁𝗶𝗻𝗴 𝘁𝗵𝗲 ‘𝗡𝗼': Respecting a ‘no’ can be more powerful than pushing a yes. It shows respect and leaves the door open for future opportunities: • Long-term mindset • Respect boundaries • No means not now, not never Don’t ignore them though, there’s nothing wrong with reaching out in the future. There’s nothing better than circling back to share some new info and picking up a new client in the same stride. ➠ 𝗘𝗱𝘂𝗰𝗮𝘁𝗲, 𝗗𝗼𝗻’𝘁 𝗠𝗮𝗻𝗶𝗽𝘂𝗹𝗮𝘁𝗲: Education is the heart of ethical selling. Help clients make informed decisions, rather than pushing for a sale with: • Clear explanations • Informative content • Honesty about pros and cons And moreover, shine a light on new problems they’ll have to deal with after experiencing your product or service. That’s growth—solve one problem and unlock a new better one. Rinse and repeat. ➠ 𝗧𝗵𝗲 𝗣𝗼𝘄𝗲𝗿 𝗼𝗳 𝗣𝗮𝘁𝗶𝗲𝗻𝗰𝗲: Patience in sales was a tough lesson. Rushing clients can lead to resentment. Time can be a powerful tool in building desire and trust: • Don’t rush decisions • Follow-up, don’t push • Build relationships over time ➠ 𝗥𝗲𝗳𝗹𝗲𝗰𝘁𝗶𝗻𝗴 𝗮𝗻𝗱 𝗔𝗱𝗮𝗽𝘁𝗶𝗻𝗴: Ethical sales is about constant learning and adapting. Reflect on your interactions, seek feedback, and always aim to improve with: • Self-reflection • Constructive feedback • Continuous improvement 𝗘𝘁𝗵𝗶𝗰𝗮𝗹 𝘀𝗲𝗹𝗹𝗶𝗻𝗴 𝗶𝘀𝗻'𝘁 𝗮 𝘁𝗮𝗰𝘁𝗶𝗰; 𝗶𝘁'𝘀 𝗮 𝗽𝗵𝗶𝗹𝗼𝘀𝗼𝗽𝗵𝘆. It’s about doing right by your clients and yourself, building a business that stands the test of time. What’s your take on ethical selling? 💬 (Tell me below) ↓

I used to hate not knowing where our next client would come from. So we started launching these creative ABM campaigns every quarter. The aim was simple: Sign more ideal clients. And that’s exactly what happened. Within the first few months, those campaigns got us in the room with brands we’d never been able to reach before. New markets. Big logos. And most of all, great clients. Now we launch one every 6 weeks and follow this 3-step process every time ⤵️ 1/ We made a list of our DREAM clients There are 2 tiers to this list: Tier 1: Major Global Brands These are brands that we know might be a tad out of our reach, but we still shoot our shot. Tier 2: High Chance Brands Brands we know there’s a high probability we’ll sign if we pitch them. We split our efforts 60/40. 60% targeting the global brand. 40% adapting campaigns for our wider ICP. —— 2/ Map Out Creative Campaigns We’ll then brainstorm campaign ideas where we can: A) Add value to them B) Get their attention A great example of this is our Monzo campaign that went viral on LinkedIn… 🏦 Monzo - Created a full Monzo UK campaign strategy - Explained it on a custom-built landing page - Created fake paper wallets with QR code to page on - Mailed them to Monzo HQ in wax-sealed envelopes Value: they received a fully mapped out creative ABM campaign strategy including forecasted impact Attention: It was delivered in wax sealed black envelopes inside paper wallets —— 3/ Use Multiple Channels To Distribute There is no “Silver bullet” marketing channel. They all work. But they also work much better if you use them cohesively. What often doesn’t work is: Day 1: Cold email Day 2: Cold email Day 3: Cold email What does is: Day 1: Cold email Day 2: Get sent a physical letter Day 3: LinkedIn DM Day 4: Cold email (NOTE: this is just an example) You want to increase touch points and use multiple channels. —— It’s very easy to get caught up in the technicalities and intricacies of marketing. But we’ve been able to sign dream clients and have a consistent flow of new customers by going back to the fundamentals. Step 1: Deeply understand your ICP Step 2: Find creative ways to get in front of them Repeat that cycle and you’ll never worry about new customers again.